What does it take to build a successful business while helping an entire industry grow? As we continue our Coffee Month celebration, we're recognizing individuals whose passion and dedication have helped shape the Philippine coffee industry. In this episode of Good and Green, Pacita Juan sits down with coffee entrepreneur and educator Cherry Cruz to talk about her unexpected journey from seafood trading to building a thriving coffee business. Cherry shares how her passion for learning led her from distributing international brands to roasting and promoting Philippine coffee, supporting local farmers, and educating the next generation of coffee professionals. She also reflects on the importance of grit, purpose, and building meaningful relationships, and why she believes the future of Philippine coffee holds exciting opportunities for farmers and entrepreneurs alike.

GUEST BIO:

Cherry Cruz is the founder and CEO of Equilibrium Intertrade Corporation and the Barista and Coffee Academy of Asia. With nearly three decades of experience, she has helped develop the Philippine coffee industry through distribution, education, and quality improvement. She is a Q Processing Professional, SCA Q Arabica and Robusta Instructor, international coffee competition judge, and recipient of the Coffee Quality Institute's 2025 Educator of the Year and Lifetime Achievement awards.

WHAT YOU’LL LEARN:

• Cherry's unexpected journey into the coffee industry
• From international coffee brands to local sourcing
• Promoting Philippine coffee through quality and education
• Supporting coffee farmers and growing communities
• The importance of grit and purpose in entrepreneurship
• Building trust and lasting business relationships
• Opportunities and challenges for Philippine coffee farming
• Sustainable practices and the future of local coffee

QUOTES:

• Love our own. Love your own origin. —Cherry Cruz
• Everything starts with something you like. —Cherry Cruz
• Have grit and a sense of purpose because sometimes it's going to be very difficult. —Cherry Cruz
• You need to be able to do even those things that you don't like to do. —Cherry Cruz
• Be mindful of all the signs being sent your way and grab the opportunity once it's there. —Cherry Cruz
• Sometimes you have to close your eyes and just do it. —Cherry Cruz

LINKS or RESOURCES MENTIONED:

• Equilibrium Intertrade Corporation
• Barista and Coffee Academy of Asia

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Purchase Brew: Cafe, Coffee. Kape at Echostore.ph.

For more information about Brew: Cafe, Coffee, Kape, visit the Food Writers Association of the Philippine Facebook Group.